The rise of AI tools like ChatGPT, Gemini and Claude, is fundamentally changing the way people search for the services, businesses and products they need.

In fact, 32% of US adults said that they think AI would provide a better experience and outcome than typical search when looking for a local business (Near Media, 2024).

The question is, how do you position your business to appear in these AI-generated answers?

In this article, we’ll break down the key AI best practices for small businesses and how you can take actionable steps to thrive in this new era of generative search.

The new normal: AI-driven answers

Gone are the days of scrolling through ten blue links on the first page of Google to find the information or business you need. AI models are now synthesizing information from across the web to provide concise, direct answers and summaries with just a simple user query.

This means that instead of ranking high on Google, you need to show up in AI-generated searches as well. So, how do you show up in AI-generated searches? It’s all about aligning your online presence with the signals these AI models are looking for.

Let’s jump into the fundamental AI business best practices that you can incorporate into your marketing strategy.

1. Optimize your business listings

Your online business listings, including your Google Business Profile, are foundational elements that AI models rely on for local information. So, it’s important to make sure that they are optimized.

• Complete your Google Business Profile with accurate information: Ensure every field is filled out: name, address, phone number, website, hours and categories.
• Add high-quality photos: AI models can “see” and understand images. High-quality photos of your storefront, products, menu and services build trust and provide visual context.
• Ensure consistency across your online profiles: Discrepancies across your Google Business Profile, website and other online directories can confuse AI, so make sure your business information, especially your NAP (Name, Address, Phone Number) is consistent across the web.
• Encourage and respond to reviews: Reviews are a goldmine of natural language content that AI models can analyze to understand customer sentiment and common questions. Responding to reviews, both positive and negative, shows engagement and builds trust.

2. Embrace structured data on your website

Structured data, often implemented using Schema Markup, is code that helps search engines (and AI models) understand the content on your website pages. Think of it as a way to feed AI tools information about your business.

How can you embrace structured data on your website?

• Implement relevant schema types: For example, if you’re a restaurant, use Restaurant schema. If you sell products, use Product schema. If you host events, use Event schema.
• Add schema to core business information: Business details like your address, hours and location aid in helping your business appear in localized searches.
• Don’t overdo it: Focus on accurately marking up essential information rather than trying to use every possible schema type.

3. Create helpful, conversational content (and answer real questions)

This is where the magic happens for generative search. AI thrives on natural language and content that directly answers user intent. When building out your content strategy, be sure to keep these key points in mind.

• Identify your customers’ questions: What are the common questions your customers ask before, during and after a purchase? Use tools like keyword research, “People Also Ask” sections in search results and even your own customer service interactions to find common questions and create content that answers them.
• Create dedicated FAQ pages: Organize frequently asked questions with clear, concise answers on a dedicated FAQ page.Develop topic-cluster content: Instead of just one blog post about a broad topic, create a central “pillar page” and then several supporting articles that dive deeper into related sub-topics.
• Use natural language and conversational tone: Write as if you’re speaking directly to a customer. Avoid overly technical jargon (unless your audience expects it).
• Focus on problem-solving: AI models are excellent at identifying solutions. Position your content as the answer to a problem your potential customers are facing.
• Be specific and authoritative: Back up your claims with data, examples and expert insights. AI prioritizes trustworthy sources.

4. Prioritize user experience

While not directly content, user experience (UX) is a crucial signal for AI models. A positive UX indicates a trustworthy and valuable website.

• Mobile-first design: A significant portion of searches happen on mobile devices. Ensure your website is fully responsive and loads quickly on all screen sizes.
• Fast page load speeds: Users (and AI) have little patience for slow websites. Optimize images, leverage caching and ensure your hosting is robust.
• Clear navigation: Make it easy for users to find the information they need by having logical menus and internal linking.
• Accessibility: Ensure your website is accessible to users with disabilities. This is not just good practice; it’s a signal of a well-maintained and inclusive online presence.

The Marketing 360® difference

Marketing 360 is committed to helping small businesses navigate this new era of search. Not only do we offer AI-optimized tools to help businesses grow, but we also have a talented team of marketing experts to help you dominate AI search results.

We can help you:

• Build a website designed for AI visibility: Our designers create user-friendly, fast-loading websites optimized for structured data and mobile experience.
• Craft conversational content strategies: Our marketing specialists will work with you to identify your customers’ questions and create content that answers them directly.
• Create and manage your online presence: From managing your online business listings and reviews with Marketing 360 Reputation and Listings, to creating a website pre-populated with structured data with our Marketing 360 Websites, our software is built with AI best practices in mind.

Learn more about our all-in-one marketing platform for small businesses and sign up for your free trial today.